Depends what you consider proper marketing. I mean it's pretty much a given that everything is manufactured in China, but (in my opinion) a lot of the products are not presented particularly well. Using something like Apple and Samsung as gold-standard examples, they often emphasize elegant, simple and well thought-out design across their marketing, employing aesthetically pleasing fonts and colour schemes combined with a "premium" aesthetic to market their products. As a result, they are able to consistently capture a disproportionately large market share while massively overcharging for their products (Apple in particular).
As a relevant example to the opposite, let's take the Thermal Take Engine 27. The product while made of solid aluminum, feels kind of shoddily made when held and from reviews on this site and others seems to be a crappy implementation of th Sandia Cooler. The cooler comes in budget looking and flimsy packaging (cardboard and white blown foam if I recall correctly), has a fairly unappealing logo (although it looks like they've somewhat improved on this) and completely absurd slogan - "CoolALL your life".
Back to the Noctua, if you've ever bought one of their products, it comes in very carefully designed packaging, feels incredibly well made, and really plays the understated aesthetic up incredibly well. Despite their tan and burgundy colour scheme, they continue to be regarded and likely sell as one of the top players in the market, again while charging a significant premium over the competition.
I might end up selling this as well.
